Is There Such a Thing as Taboo Tourism?

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3 Is There Such a Thing as Taboo Tourism? Leonard Hoops President and CEO Visit Indy John Ricks Associate Director Colorado Tourism Office Dale Sky Jones Chairwoman Coalition for Cannabis Policy Reform; Executive Chancellor Oaksterdam University Al White Senior Advisor Colorado Office of Economic Development and International Trade Joe David Rice Tourism Division Director Arkansas Department of Parks & Tourism JJ Walker CEO My 420 Tours

4 Leonard Hoops President and CEO Visit Indy

5 Indiana s RFRA: Timeline Feb. 5 Visit Indy joins ACLU of Indiana & Indy Chamber in officially opposing proposed RFRA legislation (SB101) March 26 SB101 signed into law April 2 SB101 amended to ensure it cannot be used to deny service based on sexual orientation or gender identity, nor can it be used as a defense for discrimination April 4 NCAA Final Four games held in Indy

6 Indiana s RFRA: Response Keep convention customers from cancelling & support customers with their upcoming events Develop & implement communications strategies to mitigate impact of negative media: #IndyWelcomesAll #LoveIndy Amend SB101 to ensure it cannot be used for discrimination & communicate amended law to customers

7 Indiana s RFRA: Response

8 Indiana s RFRA: Response Keep convention customers from cancelling & support customers with their upcoming events Develop & implement communications strategies to mitigate impact of negative media: #IndyWelcomesAll #LoveIndy Amend SB101 to ensure it cannot be used for discrimination & communicate amended law to customers

9 Indiana s RFRA: 120 Days Later Not everyone knows Indiana s RFRA was amended Impact on convention attendance has depended on group s familiarity with Indy Lost several high-probability win bids but convention sales results now approaching all-time high Summer leisure campaign results ahead of 2014 Issue WILL be re-ignited during 2016 legislative session; impact TBD

10 Joe David Rice Tourism Division Director Arkansas Department of Parks & Tourism

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21 John Ricks Associate Director Colorado Tourism Office Al White Senior Advisor Colorado Office of Economic Development and International Trade

22 Marijuana Law Awareness and Influence June 2015

23 Methodology Through the course of evaluating the effectiveness of Colorado Tourism s leisure marketing, Strategic Marketing & Research Insights, LLC (SMARInsights) has been tracking awareness, influence and participation in marijuana-based activities. SMARInsights surveys consumers in Colorado Tourism s target markets four times over the course of the year as there are two waves of advertising for each seasonal campaign. The initial wave of research asks consumers their awareness of the issue and influence on interest in visiting while the travel wave includes marijuana-based activities. Respondents are qualified as travel decision who regularly take overnight leisure trips. Additional screening criteria apply to winter respondents in that they must have taken or be willing to take a snow-focused vacation. The following sample sizes have been used in data collection for the past three years: 23 Completed Interviews Wave 1 Wave 2 Summer ,533 2,838 Winter ,216 1,699 Summer ,771 2,913 Winter ,203 1,655

24 Familiarity with Marijuana Law It has been more than a year since Colorado enacted legislation allowing the legal purchase of marijuana from state-regulated dispensaries. Given the extensive media coverage of the issue, nearly all traveling households targeted by Colorado Tourism s marketing are at least somewhat familiar with the legislation. Awareness of Marijuana Legalization 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 33% 30% 31% 36% 31% 37% 30% 25% 20% 25% 30% 11% Summer 2013 Winter 2014 Summer 2014 Winter 2015 Very familiar Familiar Somewhat familiar 24

25 Influence of Marijuana Law on Travel As the legislation is put into effect, there has been a slight increase in the households more likely to visit the state because of the availability of marijuana. Reported Influence on Likelihood to Visit 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 19% 19% 21% 16% 72% 64% 62% 63% 9% 16% 16% 21% Summer 2013 Winter 2014 Summer 2014 Winter 2015 More likely to visit No influence Less likely to visit 25

26 Participation and Motivation Though participation has remained consistent since legalization, there are slight shifts in motivation to visit the state because of the availability of marijuana. The state s primary products of parks, scenic drives and hiking remain the primary motivators, along with ski and snow in the winter. Visiting a marijuana store or dispensary Winter 2014 Summer 2014 Winter 2015 Participation 6% 8% 7% Motivation 1% 2% 3% 4

27 JJ Walker CEO My 420 Tours

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31 Dale Sky Jones Oaksterdam University Executive Chancellor Coalition for Cannabis Policy Reform Chairwoman

32 Legalization leads to According to the state s department of revenue, the first ten months of legal marijuana sales have resulted in nearly $40 million in tax revenue. The city of Denver saw a decrease in violent crime rates. Upwards of $8 million has been allocated to fund youth education and drug prevention efforts. OaksterdamUniversity.com

33 Since the first retail cannabis stores opened: The state has benefitted from a decrease in Crime rates, including violent crime Traffic fatalities Suicide among young males (over 10%) Alcohol use and DUI in young males (10-25%) Heroin & Opioid overdose deaths (20-33%) Domestic Violence Colorado has experiencing economic growth and the lowest unemployment rate in years, with an increase in Tax revenue Economic output from retail cannabis sales Jobs OaksterdamUniversity.com

34 Who Benefits? Travel, Tourism and Hospitality Hotel, Motel, Bud & Breakfast, Dude Ranch Experience & Education, Restaurants, Tours Vendors of all types Infrastructure and roads Public transportation Image (reduced crime, violence, drunken behavior) Competitive markets OaksterdamUniversity.com

35 OaksterdamUniversity.com Tourism

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